Look At New Luxury Genes From Hermes

Luxury goods giant in mid September 2010

More and more international luxury brands are being localized.

The symbol of power and prestige is the symbol of power and prestige. Patek Philippe's white jade dragon limited watch is drawn from the dragon pattern jade jade in the Western Han Dynasty of China. The elegant and simple dial plate shows the unique style of seeking the sparse in the secret. Glascu and Penna Hai have also launched the Chinese "dragon" watch. In order to commemorate the 2008 Beijing Olympic Games, Bvlgari simply wrote "Beijing" on its dial with Chinese calligraphy, adding a strong visual effect, leaving a special memory for Beijing. Lafipel recently added the red "relief" Chinese word "eight" on the bottle of the 2008 year, ready for next year's sale, and the price rose 20% after the news came out. In the past, international luxury goods in China only used some Chinese elements in their products, such as the use of dragon in Cartire jewelry.

In addition, MontBlanc's Peking Opera Facebook ink pen is also impressive. It is made of 18K rose gold, with exquisite black pencil holder, and two Hou Yi faces on the cap. It is mainly composed of red and black, and is calm and lifelike.

The use of Chinese elements is a distillation of international luxury goods.

However, the international luxury goods company has directly abstracted Chinese cultural elements into a brand, and Hermes is the world's first.

We were surprised in surprise.

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From the old world luxury to the new world luxury

Why does Hermes launch a new brand of Chinese culture? What is the significance of Chinese brand to Hermes? Our research is as follows:

First, this is the recognition of China's luxury market by the international luxury giant.

China is already the second largest country in global luxury consumption, and the future development trend will become the leader of the luxury consumption market.

So there is no big risk in developing any level of luxury goods in China.

The international luxury industry is optimistic about China's economic development and China's relaxed market environment. They are increasing their investment in China.

Second, this is the recognition of Chinese luxury culture by the international luxury giant.

In the past, "luxury racism" only recognized that luxury goods came from ancient European countries, and "new world" countries could not generate luxury goods.

France's Hermes management philosophy has broken the stubborn rule and myth. The old world luxury goods are trying to enter the new world luxury goods, but for the new world luxury goods, it has opened a door to the whole world.

The culture of East and West is merging, and global luxury goods are integrating.

In this sense, Hermes is a new leader in global luxury goods.

Third, this is a recognition of the international luxury giant's competition pattern.

With the development of luxury market, luxury consumers actually have only two kinds of people: one is "Rolls-Royce" and the other is Starbucks.

The former belongs to the big property class of the rich and the latter belongs to the middle class of white-collar workers.

In the old world, the object of luxury goods is the former. The object of the new world luxury goods is the latter.

The traditional Hermes brand is built for the big rich, and the new brand of Hermes is built for the middle class.

China's middle class is growing to meet the new luxury customers, which is a kind of wisdom of Hermes.

We believe that with the pformation and Enlightenment of Hermes management philosophy, more international luxury companies will move forward towards localization.

From pure hand to mechanization

The Chinese strategy of Hermes's brand is not only a contribution to the Chinese market, but also a contribution to the development of the global luxury industry.

As we have discovered, the development of international luxury goods is undergoing an inflection point, and the international luxury industry is changing.

In addition to the intensive evolution of family style to group type, under the environment of technological progress, manual manipulation in the past relying on manual skills is also changing to semi mechanization or mechanization, which means that luxury goods are being pformed from pure handwork to mechanical manufacture.

No doubt, this will reduce the traditional value of luxury goods.

In the eyes of the world, luxury goods in Europe, but in the second half of the twentieth Century, luxury goods began to expand from Europe to the United States and Japan, suggesting the opening of luxury global manufacturing.

In the past, the situation of European dominance of luxury goods is changing, and now the emerging luxury goods represented by the United States and Japan are beginning to flourish.

Luxury goods are developing towards fashion and quality.

More importantly, the values of the global society are changing. The consumption values of the new century may change the pattern of luxury goods in the world. In the past, the concept of flashy luxury and luxurious luxury in traditional luxury goods has been carefully approached to be simple and fashionable. Those who have been serving the "Rolls-Royce" have begun to look at Starbucks again.

It is universally acknowledged that this group of coffee makers is a real luxury consumer.